The Effect of Service Marketing Mix on Relationship Quality and Revisit Intentions for Korean Restaurants in Vietnam

The purpose of this study is to find out how service marketing mix affects relationship quality and revisit intention. Additionally, this study examines whether there was a moderating effect according to the country of origin among constructs. In order to measure the service marketing mix, seven factors were considered such as food, price, location, promotion, physical evidence, service process, and employees. For empirical analysis, data was collected by utilizing surveys of Korean and Vietnamese consumers who frequented Korean restaurants in Hanoi, Vietnam. The data were analyzed by using SPSS 24 and the AMOMS 24 program. Confirmatory factor analysis (CFA) as well as a structural equation model (SEM) analysis were performed. The results of the empirical analysis showed that, first, the factors of service marketing mix such as food, price, location, physical evidence, and service process had a significant positive effect on relationship quality. Second, relationship quality had a significant positive effect on revisit intention. Third, it was found that where was a significant moderating effect depending on the consumers by country between these constructs.It could be observed that food, location, and promotion had a significantly effect depending on the nationality of consumers. Therefore, the research hypotheses formulated were sufficiently supported by the results.